臺灣博碩士論文加值系統

國民收入水平的提高，經濟環境和消費模式的轉變，以及生活品質的提升，也使台灣成為追求全球奢侈品牌的新市場。然而，特別有人說“包包是女性最好的寵物”。對某些名媛來說，購買奢侈品牌手提袋是為了符合他們的身分地位；對一般民眾來說，或許真的在乎的是品質。而人們願意付更多的錢去擁有一個名牌包的理由因人而異，但終究可以透過奢侈品牌認知來詮釋。研究顯示人們對產品的知覺價值也會影響對其購買意願。本研究中有兩個干擾，其一為信任再者則是特殊消費者行為”虛榮特性”。
本研究的目的是探討奢侈品牌認知，感知價值，虛榮心和信任是否會影響顧客對名牌手提包的購買意願。具體來說分為：（a）了解消費者對產品的知覺是否影響購買意願; （b）了解虛榮及信任是否影響消費者對奢侈品的購買意願; 及（c）得知虛榮及信任在本研究中是否會有干擾效果。本研究對台灣中部500名受試者進行抽樣問卷調查，作者採用敘述性統計、因素分析、信度、效度和回歸分析等方法對各構面進行分析。結果顯示，本研究假說之間存在顯著的影響效果，文中包括了研究的侷限性和對未來研究的建議。

The improvement of national income level, changing of economic environment and consumption pattern, and the progress of the quality in our life have also made Taiwan a new market pursued by global luxury brand manufacturers. Especially, some people say that "Bags are the best pets for women.” For some celebrities, they will purchase a luxury brand handbag to show their status just like a symbol; for general public, people will care about the quality. The reason why a person is willing to pay more to obtain a luxury bag depends, but it can be explained totally by luxury brand perception. Literature shows that the perceived value of the product will also affect the purchase intention. In this study, there are two moderators: one is trust and the other is the special consumer behavior as “Trait of Vanity.”
The purpose of this study explored the effect among luxury brand perception, perceived value, vanity, trust and how they influence consumer’s purchase intention. The specific objectives of the study are: (a) understand whether consumer’s perception of the product will affect their purchase intention; (b) understand whether vanity and trust will affect their purchase intention toward luxury goods; and (c) figure out whether vanity and trust will have moderating effect in this study. Total 500 participants were recruited in the central Taiwan and the author adopted descriptive statistics, factor analysis, reliability, validity and regression analysis to measure the variables. The results showed that there is a significant effect among the hypothesis, the limitations and suggestions for future research are also included in this study.

TABLE OF CONTENTS
摘要...........I
ABSTRACT...........II
ACKNOWLEDGEMENTS...........III
TABLE OF CONTENTS...........IV
LIST OF TABLES...........VI
LIST OF FIGURES...........VIII
CHAPTER ONE INTRODUCTION...........1
1-1 Background and Motivation...........1
1-2 Research Questions...........5
1-3 Purpose of the Study...........6
1-4 Research Procedures...........7
CHAPTER TWO LITERATURE REVIEW...........9
2-1 Luxury Brand Perception...........9
2-2 Perceived Value...........13
2-3 Vanity...........17
2-4 Trust...........22
2-5 Purchase Intention...........26
CHAPTER THREE METHODOLOGY...........30
3-1 Framework...........30
3-2 Research Hypothesis...........31
3-3 Operational Definitions and Measurements...........36
3-3-1 Luxury Brand Perception...........36
3-3-2 Perceived Value...........38
3-3-3 Vanity...........41
3-3-4 Trust...........43
3-3-5 Purchase Intention...........44
3-4 Research Design and Sampling Methods...........45
3-5 Participants...........46
3-6 Instruments...........48
3-7 Data Collection Procedures...........49
3-8 Statistical Data Analysis...........50
3-9 Pilot Study...........51
CHAPTER FOUR DATA ANALYSIS...........52
4-1 Response Rate...........53
4-2 Demographic Analysis...........54
4-3 Descriptive Statistics of Variables...........57
4-4 Reliability and Validity Analysis...........64
4-5 Factor Analysis...........66
4-6 Correlation Analysis...........75
4-7 Regression Analysis...........78
4-8 Outcome of Research Hypothesis...........89
CHAPTER FIVE CONCLUSION...........92
5-1 Discussion...........93
5-2 Marketing Managerial Implication...........96
5-3 Limitation of the Study...........97
5-4 Suggestions for Future Study...........97
REFERENCE 98
APPENDIX A (Questionnaire-English Version)...........106
APPENDIX B (Questionnaire-Chinese Version)...........113
LIST OF TABLES
Table 2-1 Definitions of Luxury Brand Perception...........10
Table 2-2 Dimensions of Luxury Brand Perception...........11
Table 2-3 Definitions of Perceived Value...........13
Table 2-4 Dimensions of Perceived Value...........14
Table 2-5 Definitions of Vanity...........17
Table 2-6 Dimensions of Vanity...........20
Table 2-7 Definitions of Trust...........22
Table 2-8 Dimensions of Trust...........24
Table 2-9 Definitions of Purchase Intention...........26
Table 2-10 Dimensions of Purchase Intention...........27
Table 3-1 Items of Luxury Brand Perception...........37
Table 3-2 Items of Perceived Value...........39
Table 3-3 Items of Vanity...........41
Table 3-4 Items of Trust...........43
Table 3-5 Items of Purchase Intention...........44
Table 3-6 Cronbach's Alpha of Pilot Study Reliability...........51
Table 4-1 Response Rate...........53
Table 4-2 Demographic Analysis...........54
Table 4-3 Descriptive Statistics of Luxury Brand Perception...........57
Table 4-4 Descriptive Statistics of Perceived Value...........59
Table 4-5 Descriptive Statistics of Vanity...........61
Table 4-6 Descriptive Statistics of Trust...........62
Table 4-7 Descriptive Statistics of Purchase Intention...........63
Table 4-8 Reliability Analysis...........64
Table 4-9 Factor Analysis of Luxury Brand Perception...........67
Table 4-10 Factor Analysis of Perceived Value...........68
Table 4-11 Factor Analysis of Vanity...........71
Table 4-12 Factor Analysis of Trust...........72
Table 4-13 Factor Analysis of Purchase Intention...........73
Table 4-14 Correlation of each variable...........75
Table 4-15 Correlation of each dimension...........76
Table 4-16 Simple Regression of Luxury Brand Perception...........79
Table 4-17 Simple Regression of Perceived Value...........79
Table 4-18 Simple Regression of Vanity...........80
Table 4-19 Simple Regression of Trust...........80
Table 4-20 Hierarchical Regression of Physical Vanity on Experiential
Value...........81
Table 4-21 Hierarchical Regression of Physical Vanity on Symbolic Value ...........82
Table 4-22 Hierarchical Regression of Achievement Vanity on
Experiential Value...........82
Table 4-23 Hierarchical Regression of Achievement Vanity on
Symbolic Value...........83
Table 4-24 Hierarchical Regression of Trust on Quality Value...........84
Table 4-25 Hierarchical Regression of Trust on Social Value...........85
Table 4-26 Hierarchical Regression of Trust on Price Value...........86
Table 4-27 Hierarchical Regression of Trust on Emotional Value...........86
Table 4-28 Outcome of Hypothesis...........89
LIST OF FIGURES
Figure 1-1 Research Procedures...........8
Figure 3-1 Framework...........30
Figure 4-1 Output Regression Analysis of Hypothesis...........88

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